Abstract
Marketing instructors are faced with an array of subject material from a wide variety of sources. These sources can be broadly grouped into three spheres of influence: the researcher, the teacher, and the practitioner. This article considers these three influences as elements along two dimensions, contribution and conduct. It explores the problems faced by instructors as they attempt to present a balanced view of a specific topic in class. This marketing trifid, asithas been termed, is illustrated using the concept of marketing orientation and is equally applicable to other theoretical concepts.
| Original language | English |
|---|---|
| Pages (from-to) | 214-224 |
| Number of pages | 11 |
| Journal | Journal of Marketing Education |
| Volume | 22 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 1 Dec 2000 |
| Externally published | Yes |
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ASJC Scopus subject areas
- Education
- Marketing
Cite this
Further Thoughts on the Marketing Trifid : The Case of Marketing Orientation. / Dibb, Sally; Stern, Philip.
In: Journal of Marketing Education, Vol. 22, No. 3, 01.12.2000, p. 214-224.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Further Thoughts on the Marketing Trifid
T2 - The Case of Marketing Orientation
AU - Dibb, Sally
AU - Stern, Philip
PY - 2000/12/1
Y1 - 2000/12/1
N2 - Marketing instructors are faced with an array of subject material from a wide variety of sources. These sources can be broadly grouped into three spheres of influence: the researcher, the teacher, and the practitioner. This article considers these three influences as elements along two dimensions, contribution and conduct. It explores the problems faced by instructors as they attempt to present a balanced view of a specific topic in class. This marketing trifid, asithas been termed, is illustrated using the concept of marketing orientation and is equally applicable to other theoretical concepts.
AB - Marketing instructors are faced with an array of subject material from a wide variety of sources. These sources can be broadly grouped into three spheres of influence: the researcher, the teacher, and the practitioner. This article considers these three influences as elements along two dimensions, contribution and conduct. It explores the problems faced by instructors as they attempt to present a balanced view of a specific topic in class. This marketing trifid, asithas been termed, is illustrated using the concept of marketing orientation and is equally applicable to other theoretical concepts.
U2 - 10.1177/0273475300223005
DO - 10.1177/0273475300223005
M3 - Article
VL - 22
SP - 214
EP - 224
JO - Journal of Marketing Education
JF - Journal of Marketing Education
SN - 0273-4753
IS - 3
ER -